"We know that our beauty customers are searching for luxury brands on Amazon. We've worked hard to create a single destination that showcases luxury beauty collections and makes it easier than ever for customers to explore these brands, follow trends and develop their beauty regimens," Amazon's Chance Wales, director of beauty and health & personal care, said in a press release. "We'll continue to build on this experience by adding new features and selection for our customers."

The new store has an upscale fashion magazine look and feel, including editor's tips, beauty awards and how-tos along with detailed product information.

Shoppers can browse beauty products by category, such as makeup, nails, fragrance, hair care or men's grooming, and by brand, collection, color, gender, skin care need, as well as by those giving free samples with a purchase, editor's picks or by "trend" -- such things as "lush lashes," "metallic nails," "dewy skin" or "smoldering eyes."

E-commerce analysts say the store has a variety of benefits for consumers who are already familiar with a particular luxury beauty product and don't need to go into a store to smell a fragrance, sample a lip color or try on that new blush.

"For someone who already knows the product, why go to the Neiman or Saks websites, which are going to charge you for shipping?" says Chris Hauca, managing director at Acquity Group, an e-commerce and digital marketing company with a recent study about online luxury shopping trends. "Especially when I know if I buy one of these items from Amazon, I will get it when Amazon said I'm going to get it. 'I need this, I just ran out, I know I can get it from Amazon tomorrow.'"

Joelle Kaufman, of BloomReach, a data marketing company that specializes in increasing e-commerce revenue, also believes the odds of someone trying a beauty product for the first time via an online purchase are very slim.